Bones Coffee

Bones Coffee approaches coffee as an experience. Its distinctive branding helps it stand out in a competitive category, while its understanding of its customers keeps the brand connected to its audience. As one of SAMA's earliest clients, Bones grew alongside the agency, drawing on our experience building and scaling our own brands.

During a period of wider uncertainty, Bones needed to keep existing customers engaged while continuing to attract new ones. That made the first email interaction especially important. The welcome series needed to capture a new subscriber's attention and turn initial interest into a reason to buy.

The welcome series was a critical connection between subscriber growth and customer growth. Someone joining the list had already shown interest. The opportunity was to build on that interest with an introduction that reflected the brand's personality and gave the customer a compelling next step.

Make the welcome experience a central part of customer acquisition. Focus the Klaviyo welcome series on the new customer's first interaction with Bones, while continuing to engage the existing customer base. Profits from existing customers would help create room to reinvest in reaching new ones.

• Rebuilt the welcome series in Klaviyo around the new customer experience
• Focused the opening email interaction on capturing subscriber attention
• Brought the brand's distinctive identity into the welcome experience
• Connected lifecycle marketing with the broader acquisition strategy
• Reallocated paid spend using profits generated from existing customers